Faculty Profile

Luk Warlop

Professor - Department of Marketing

Biography

Luk Warlop obtained a master degree in (organizational) psychology (1986) and an MBA (1988) at the KU Leuven, and a PhD in marketing (1995) at the University of Florida.  He studies individual consumer decision making and the social psychology of consumer behavior.  His research has been published in J. Consumer Research, J. Marketing Research, J. Consumer Psychology, Int. J. Research in Marketing, J. Accounting Research, Management Science, J. Service Research, J. Personality and Social Psychology, Psychological Science, and several others. His work has been recognized with a best paper award and an long term impact award at the International Journal of Research in Marketing (IJRM), and with an IgNobel Prize.  He is currently Senior Editor at IJRM and the president of the European Marketing Academy (2018-2020). 

Publications

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2018)

The perils of self-brand connections: Consumer response to changes in brand meaning

Psychology & Marketing Doi: 10.1002/mar.21137

Companies commit considerable resources to building brand associations that resonate with consumers’ identities and facilitate strong consumer–brand bonds. The current research investigates a potential disadvantage of this popular strategy. The results from three studies show that consumers with a high degree of self‐brand connection respond negatively to brand developments (e.g., brand acquisitions and repositioning) that change brand meaning. The authors show that this effect is due to a change in the identity signaled by the brand. The results contrast with existing research, which has consistently found that brand connections promote probrand behavior and serve as a buffer against negative brand information.

Moeni-Jazani, Mehrad; Knoeferle, Klemens, De Molière, Laura, Gatti, Elia & Warlop, Luk (2017)

Social Power Increases Interoceptive Accuracy

Frontiers in Psychology, 8 Doi: 10.3389/fpsyg.2017.01322 - Full text in research archive

Dimitriu, Radu; Warlop, Luk & Samuelsen, Bendik Meling (2017)

Brand extension similarity can backfire when you look for something specific

European Journal of Marketing, 51(5/6), s. 850- 868. Doi: 10.1108/EJM-09-2015-0662 - Full text in research archive

Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity influences the perceived positioning of a brand extension: lower similarity extensions can be perceived as “specialized” products, whereas high similarity extensions are perceived as “all-in-one” products not performing exceptionally well on any specific attribute. Design/methodology/approach The authors test the hypothesized effect through three experimental studies. The authors manipulate similarity both within subjects (Study 1a) and between subjects (Study 1b and Study 2). Further, the authors test the effect for specific attributes that are physical/concrete in nature (Study 1a and Study 1b) as well as attributes that are abstract/imagery-related in nature (Study 2). Findings High compared to low similarity improves perceptions of overall performance (i.e. performance across all attributes). But as expected, the authors also find that a high similarity brand extension is perceived to perform worse on the attribute on which a low similarity brand extension specializes, even when the parent brands of the extensions possess that attribute to the same extent. This perception of attribute performance carries on to influence brand extension purchase likelihood. Practical implications The degree of brand extension similarity has consequences for how brand extensions are perceived to be positioned in the marketplace. Although high similarity extensions receive positive evaluations, they might not be suitable when a company is trying to instil a perception of exceptional performance on a specific attribute. Originality/value The authors demonstrate a consequential exception to the marketing wisdom that brands should extend to similar categories. Although the degree of brand extension similarity has been repeatedly shown to have a positive effect on brand extension evaluation, the authors document a case when its effect is actually detrimental. This study’s focus on the dependent variable of perceived performance on specific attributes is novel in the brand extension literature.

Ryckmans, Jan; Millet, Kobe & Warlop, Luk (2015)

The Influence of Facial Characteristics on the Relation between Male 2D:4D and Dominance

PLoS ONE, 10(11) Doi: 10.1371/journal.pone.0143307

Although relations between 2D:4D and dominance rank in both baboons and rhesus macaques have been observed, evidence in humans is mixed. Whereas behavioral patterns in humans have been discovered that are consistent with these animal findings, the evidence for a relation between dominance and 2D:4D is weak or inconsistent. The present study provides experimental evidence that male 2D:4D is related to dominance after (fictitious) male-male interaction when the other man has a dominant, but not a submissive or neutral face. This finding provides evidence that the relationship between 2D:4D and dominance emerges in particular, predictable situations and that merely dominant facial characteristics of another person are enough to activate supposed relationships between 2D:4D and dominance.

Faraji-Rad, Ali; Samuelsen, Bendik Meling & Warlop, Luk (2015)

On the Persuasiveness of Similar Others: The Role of Mentalizing and the Feeling of Certainty

Journal of consumer research, 42(3), s. 458- 471. Doi: 10.1093/jcr/ucv032

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2014)

When Sharing Consumption Emotions With Strangers Is More Satisfying Than Sharing Them With Friends

Journal of Service Research, 17(4), s. 475- 488. Doi: 10.1177/1094670514538835

Acar-Burkay, Sinem; Fennis, Bob & Warlop, Luk (2014)

Trusting others: The polarization effect of need for closure

Journal of Personality and Social Psychology, 107(4), s. 719- 735. Doi: 10.1037/a0037022 - Full text in research archive

Because trust-related issues inherently involve uncertainty, we expected individuals’ social-cognitive motivation to manage uncertainty—which is captured by their need for closure—to influence their level of trust in others. Through the results of 6 studies, we showed that higher need for closure was related to more polarized trust judgments (i.e., low trust in distant others and high trust in close others) in the case of both chronic and situational need for closure. Moreover, participants with high need for closure did not revise their level of trust when they received feedback about the trustees’ actual trustworthiness, whereas participants with low need for closure did. Overall, our findings indicate that polarized (either high or low, as opposed to moderate) and persistent levels of trust may serve people’s seizing and freezing needs for achieving cognitive closure. Keywords: need for closure, trust, uncertainty, interpersonal closeness

Trendel, Olivier & Warlop, Luk (2013)

Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage

Recherche et Applications en Marketing, 28(4), s. 28- 46. Doi: 10.1177/0767370113499499

Plusieurs études ont montré qu’un parrainage congruent conduit à une meilleure mémorisation du parrain. L’expérience menée ici démontre qu’une marque est mieux identifiée après un parrainage peu congruent et qu’en outre, pour un niveau faible d’opportunité à traiter le parrainage, les concurrents du parrain peu congruents sont quant à eux moins bien identifiés.

Faraji-Rad, Ali; Moeini-Jazani, Mehrad & Warlop, Luk (2013)

Women seek more variety in rewards when closer to ovulation

Journal of Consumer Psychology, 23(4), s. 503- 508. Doi: 10.1016/j.jcps.2013.05.001

Eelen, Jiska; Dewitte, Siegfried & Warlop, Luk (2013)

Situated embodied cognition: Monitoring orientation cues affects product evaluation and choice

Journal of Consumer Psychology, 23(4), s. 424- 433. Doi: 10.1016/j.jcps.2013.04.004

Reed, Americus; Forehand, Mark, Puntoni, Stefano & Warlop, Luk (2012)

Identity-based Consumer Behavior

International Journal of Research in Marketing, 29(4), s. 310- 321. Doi: 10.1016/j.ijresmar.2012.08.002

Cornelissen, Gert; Dewitte, Siegfried & Warlop, Luk (2011)

Social Value Orientation as a Moral Intuition

Personality and Social Psychology Bulletin, 37(8), s. 1080- 1090. Doi: 10.1177/0146167211405996

Van den Bergh, Bram; Schmitt, Julien & Warlop, Luk (2011)

Embodied Myopia

Journal of Marketing Research, 48(6), s. 1033- 1044. Doi: 10.1509/jmr.09.0503?journalCode=jmkr

Tuk, Mirjam A.; Trampe, Debra & Warlop, Luk (2011)

Inhibitory Spillover: Increased Urination Urgency Facilitates Impulse Control in Unrelated Domains

Psychological Science, 22(5), s. 627- 633. Doi: 10.1177/0956797611404901

Morssinkhof, Sebastiaan; Wouters, Marc & Warlop, Luk (2011)

Effects of providing total cost of ownership information on attribute weights in purchasing decisions

Journal of Purchasing and Supply Management, 17(2), s. 132- 142. Doi: 10.1016/j.pursup.2011.02.002

Pandelaere, Mario; Briers, Barbara, Dewitte, Siegried & Warlop, Luk (2010)

Better think before agreeing twice. Mere agreement: a similarity-based persuasion mechanism

International Journal of Research in Marketing, 27(2), s. 133- 141.

Goukens, Caroline; Dewitte, Siegried & Warlop, Luk (2009)

Me, myself, and my choices: The influence of private self-awareness on choice

Journal of Marketing Research, 46(5), s. 682- 692.

Janiszewski, Chris & Warlop, Luk (1)

Valuing Resource Valuation in Consumer Research: An Introduction

Journal of the Association for Consumer Research [Kronikk]

Warlop, Luk; Shrum, LJ, Merunka, Dwight & de Barnier, Virginie (1)

Utterly fresh perspectives on consumer research and advertising: Introducing the special issue from the 2013 La Londe conference

Journal of Business Research [Kronikk]

Warlop, Luk & Puntoni, Stefano (1)

Introduction to the Special Issue on Consumer identities

International Journal of Research in Marketing [Kronikk]

Olsen, Lars Erling; Samuelsen, Bendik Meling & Warlop, Luk (2019)

Broad vs. Narrow brand positioning: Effects on competitive brand performance

[Academic lecture]. 14th Global Brand Conference.

Seljeseth, Ingvild Müller; Moeini-Jazani, Mehrad, Fennis, Bob M. & Warlop, Luk (2017)

When the throne is shaking: How threats to power affect advice taking

[Academic lecture]. Academy of Management.

AlBalooshi, Sumaya; Moeini-Jazani, Mehrad, Fennis, Bob M. & Warlop, Luk (2017)

A Break in the Clouds: Functional Benefits of Conspicuous Consumption for Powerless Consumers

[Academic lecture]. EMAC 2017.

AlBalooshi, Sumaya; Moeini-Jazani, Mehrad, Fennis, Bob M. & Warlop, Luk (2016)

Virtue in Vice: The Benefits of Conspicuous Consumption for the Powerless

[Academic lecture]. Monaco Symposium on Luxury, 2016.

AlBalooshi, Sumaya; Moeini-Jazani, Mehrad, Fennis, Bob M. & Warlop, Luk (2016)

Virtue in Vice: The Benefits of Conspicuous Consumption for the Powerless

[Academic lecture]. EMAC 2016.

Claus, Bart; Vanhouche, Wouter & Warlop, Luk (2015)

The tree is mine, the forest isn’t: the construal level of possessions

[Academic lecture]. EMAC Conference.

Faraji-Rad, Ali; Samuelsen, Bendik M. & Warlop, Luk (2015)

On the persuasiveness of similar others: the role of mentalizing and the feeling of certainty

[Academic lecture]. EMAC Conference.

Moeini-Jazani, Mehrad; Guinote, Ana & Warlop, Luk (2014)

Power with its Pants down: Experiencing Power Increases Sensitivity to Desires

[Academic lecture]. EMAC conference.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2014)

The Perils of Self-Brand Connections: Consumer Response to Changes in Brand Image

[Academic lecture]. EMAC conference.

Dimitriu, Radu-Mihai & Warlop, Luk (2014)

The Broader Boundaries: The Importance of Service-Specific Associations in Service Brand Extensions

[Academic lecture]. EMAC Annual Conference.

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2013)

When Consumer Revenge Proves to be Beneficial

[Academic lecture]. SCP Winter Conference.

Faraji-Rad, Ali; Moeini-Jazani, Mehrad & Warlop, Luk (2013)

Sex Cues Increases Mens’ Variety Seeking Across Different Reward Domains

[Academic lecture]. SCP Winter Conference.

Claus, Bart & Warlop, Luk (2013)

At Risk of Feeling too Safe: Risk Compensation in Consumers

[Academic lecture]. SCP Winter Conference.

Li, Yuan-Yuan; Bruyneel, Sabrina & Warlop, Luk (2013)

Priming Consumers with Baby-related Cues Induces Impatience

[Academic lecture]. SCP Winter Conference.

Faraji-Rad, Ali; Moeini-Jazani, Mehrad & Warlop, Luk (2013)

Women Seek More Variety When Closer to Ovulation

[Academic lecture]. EMAC conference.

In 2 studies, we provide evidence that women show increased variety seeking across different reward domains when they are in the fertile phase of the ovulatory cycle. In study 1, women who were closer to ovulation showed more interest in dating a greater variety of potential mates. In study 2, women who were closer to ovulation selected greater variety among existing flavors of ice cream. To our knowledge, these findings are the first to show a relationship between fertility and variety seeking. We discuss possible explanations and the implications of these findings.

Scharfenberger, Phillipp; Wentzel, Daniel, Warlop, Luk & Tomzcak, Torsten (2013)

Solid Possessions: How Objects Reduce Psychological Distance to Intangible Meanings

[Academic lecture]. EMAC conference.

Consumers frequently rely on objects (i.e., their possessions) for building a sense of self or for “extending” their selves. In this research, we examine if and to what extent the tangibility of objects is related to their self-extending function. Specifically, we argue that objects that signify an intangible meaning may decrease the psychological distance between the self and the meaning. Two studies provide converging support for this prediction. Study 2 further shows that consumers develop a greater attachment to an object that signifies a meaning which is (1) not directly experienceable and (2) personally relevant to them.

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2013)

Looking for Revenge? Talk to a Stranger

[Academic lecture]. EMAC conference.

When consumers are confronted with a negative consumption episode, they strongly tend to share their experience with others. This sharing process may influence the overall evaluation of the episode. In this paper, we analyze the effect of tie strength (the type of addressee consumers share the consumption episode with) and their interest in the product on the formation of the satisfaction response. The analysis reveals that strangers are better addressees than friends. Our results show that satisfaction is higher when the addressee is interested in the product, while anger mediates the effect of addressee and interest on the product on satisfaction. Additionally, our findings also demonstrate that the desire for revenge acts as a moderator in the relationship between anger and satisfaction.

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2013)

Consumers’ Catharsis and Service Failure: The Moderating Role of Stability Attributions and Regulatory Focus

[Academic lecture]. EMAC conference.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2013)

The Perils of Self-Brand Connections: Consumers' Response to Changes in Brand Image

[Academic lecture]. AMA Winter Marketing Educator's Conference 2013.

Moeini-Jazani, Mehrad; Warlop, Luk & Guinote, Ana (2012)

Bras Make Kings Impatient: Social Power and Generalized Reward Sensitivity

[Academic lecture]. The European Association for Social Psychology (EASP), Small Group Meeting on Control Experience, Power and Intergroup Relations.

Jazani, Mehrad Moeini & Warlop, Luk (2012)

Bikinis Make Kings Impatient: Power Instigates Generalized Reward Sensitivity

[Academic lecture]. EMAC Annual Conference.

Li, Yuanyuan; Bruyneel, Sabrina & Warlop, Luk (2012)

Growing with Love: Priming Attachment Security Enhances RiskTaking and Impatience

[Academic lecture]. EMAC Annual Conference.

Claus, Bart & Warlop, Luk (2012)

Being too Cosy: Risk compensation in Consumer Settings

[Academic lecture]. EMAC Annual Conference.

Lens, Inge; pandelaere, mario & Warlop, Luk (2012)

Women’s Conspicuous Consumption: A Threat to (Materialistic) Men?

[Academic lecture]. EMAC Annual Conference.

Driesmans, Karolien; pandelaere, mario & Warlop, Luk (2012)

Size Does Matter, but for Some People More than for Others:The Effect of Materialism on Size Preferences

[Academic lecture]. EMAC Annual Conference.

Grublauskiene, Aiste; Dewitte, Siegfried & Warlop, Luk (2012)

Exposure to Food Temptation Improves Children's Resistance to Similar Food Temptations

[Academic lecture]. SCP Annual Conference.

Lens, Inge; pandelaere, mario & Warlop, Luk (2012)

Ovulatory Cycle Effects on Women's Conspicuous Consumption

[Academic lecture]. SCP Conference.

Driesmans, Karolien; Lens, Inge & Warlop, Luk (2012)

Conspicuous Consumption Through the Eyes of a Low Materialist

[Academic lecture]. SCP Annual Conference.

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2012)

When Consumers' Revenge Proves to be Beneficial

[Academic lecture]. SCP Annual Conference.

Eelen, Jiska; Millet, Kobe & Warlop, Luk (2012)

A Subtle Sense of Specialness Triggers Feelings of Uniqueness

[Academic lecture]. ACR Conference.

Grubliauskiene, Aiste; Dewitte, Siegfried & Warlop, Luk (2012)

Self-Inferred Norms Reduce Desire and ConsumptionThrough Changing Product Perceptions

[Academic lecture]. ACR Conference.

Li, Yuanyuan; Bruyneel, Sabrina & Warlop, Luk (2012)

Growing with love: Priming attachment security enhances risk taking and impatience

[Academic lecture]. SCP 2012 location:Las Vegas (USA) date:February 2012.

Gaustad, Tarje; Samuelsen, Bendik Meling, Warlop, Luk & Fitzsimons, Gavan J. (2012)

Identity Change: The Effects of Actual and Ideal Self-Brand Connections on Consumers' Response to Brand Image Change

[Academic lecture]. ACR North American Conference.

Claus, Bart; Vanhouche, Wouter, Dewitte, Siegfried & Warlop, Luk (2011)

Up for Grabs: Proximity as a moderator for perceived ownership

[Academic lecture]. SCP Annual Conference.

Driesmans, Karolien; pandelaere, mario & Warlop, Luk (2011)

Seeing Things from a Different Perspective: Influences on Perspective Taking

[Academic lecture]. SCP Annual Conference.

Weemaes, Bert; Dewitte, Siegfried & Warlop, Luk (2011)

Resources Running Out: How Arbitrary Resource Fragmentation Decreases Consumer Spending

[Academic lecture]. ACR Annual (North-American) Conference.

Lens, Inge; pandelaere, mario & Warlop, Luk (2011)

Understanding the role of materialism in the endowment effect

[Academic lecture]. The LaLonde Conference: 38th International Research Conference in Marketing: Marketing Communications and Consumer Behavior.

Claus, Bart; Vanhouche, Wouter, Dewitte, Siegfried & Warlop, Luk (2011)

Up for grabs: proximity as a moderator of perceived ownership

[Academic lecture]. EMAC Annual Conference.

Driesmans, Karolien; pandelaere, mario & Warlop, Luk (2011)

The Impact of Materialism and Emphatic Concern in Economic Decision Making

[Academic lecture]. EMAC Annual Conference.

Lopez, Ines; Ruiz, Salvador & Warlop, Luk (2011)

The Bolstering Effect of Catharsis in Service Recovery Strategies

[Academic lecture]. EMAC Annual Conference.

Weemaes, Bert; Dewitte, Siegfried & Warlop, Luk (2011)

Resources Running Out: How Arbitrary Resource Divisions Influence Consumer Spending Decisions

[Academic lecture]. EMAC Annual Conference.

Gaustad, Tarje; Samuelsen, Bendik Meling & Warlop, Luk (2011)

Consumers’ Reactions to Identity Threat: The Effect of Self-Brand Connection and Brand Image Change in Brand Acquisitions

[Academic lecture]. EMAC Annual Conference.

Academic Degrees
Year Academic Department Degree
1995 University of Florida Ph.D.
1988 KU Leuven Master
1986 KU Leuven Master
Work Experience
Year Employer Job Title
2017 - Present BI Norwegian Business School Professor
2004 - 2017 KU Leuven Professor
2007 - 2011 BI Norwegian Business School Adjunct professor
1998 - 2004 KU Leuven Associate professor
1995 - 1998 KU Leuven Assistant professor